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1 about hive marketing Hive Marketing is a consulting firm that specializes in helping clients make more money through unique marketing strategies and tactics. Drawing on 15 years of corporate marketing expertise, Hive uses everything from the latest social media tools to good old-buzz that sticks™ fashioned hand-to-hand combat to provide boutique solutions that let companies focus on counting their cash.
2 my approach1. lead with ideas: consider this a “broad strokes” view of how my mind works rather than a detailed action plan.2. provide options: choose from several ways to work with me, or mix and match.3. deliver results: expect clear deliverables and timely execution.
4 [case study one] Liza’s Kitchen is a family restaurant focused on high- quality ingredients and fresh preparations of food in a relaxed, beach atmosphere. With a new, larger location and patio; beer and wine sales; and a new evening meal period; there are several opportunities that must be leveraged simultaneously in order to maximize revenue. Liza’s Kitchen was embarking on a period of major growth. Because the principals of the business are fully engaged in the daily operation, now was the time to bring in outside help to make sure none of these opportunities are missed. GOAL: Increase revenues while maintaining profit margins and quality of life. STRATEGIES: [this client doesn’t use twitter. hive Streamline and Expand Catering Business does traditional marketing and PR work Maximize Wine Sales and Expertise – Position Cat as for them as well as social media.] Local Wine Expert Position New Location for New or Non-Traditional Types of Business
5 [results] Liza’s Kitchen Facebook Fan Page April 14, 2.30 pm 0 fans April 16, 10.53 pm 296 fans May 25, 2.14 pm 463 fans July 15, 12.50pm 655 fans Oct. 6, 12.34pm 923 fans Dec. 3, 10.22am 1,009 fans May 12, 12.26pm 1,368 fans Fan Engagement Favorite menu item 40 comments Pre-Event Poll 17, 3, & 13 comments Post-Event Poll 10 comments Product Pictures 11 comments Cooking Tips 3, 4, & 10 comments Direct Calls to Action 8, 3, 2, 1, & 5 comments Special Events via Facebook Wine Tasting Strongest revenue performance ever for meal period Cooking Demo Sold out event; sold highest amount of retail product ever"Susan implemented a comprehensive strategy for us that is helping grow our business without killing us! HIVE built ourdatabase from zero to 300 in three days, allowing us to reach out with new information real-time." - Cat and Mike Meek, Proprietors
6 [case study two] This outplacement firm and its principal, Emory Mulling, needed to modernize its positioning in the marketplace. Having been out of the public eye for 10+ years, Emory was ready to reemerge with new messaging and new placement to ensure he was thought of as relevant by potential corporate clients. GOAL: Create an up-to-date internet presence that would position Emory as a leading expert on workplace issues. STRATEGIES: [this client was pursuing a radio show and other national media Use Facebook, Twitter, and a blog to improve opportunities.] search results. Respond to press queries calling for workplace issues experts.
7 [examples] Mulling CorporationWhen we started, the most recent search result for Mulling was from 1997. At the end of our campaign, his results were only hours or days ago.
8 [case study three] Front Page News is a local patio bar and restaurant focused on selling good times. While they aren’t breaking new culinary ground with their menu, Front Page News is known as a great place to hang out after work. As new competitors entered the marketplace and the economy tanked, FPN watched sales erode. In order to shore up their market share and hopefully gain new ground, the restaurant’s owners felt the time was right to deploy new marketing tactics. GOAL: Remind customers why they fell in love with Front Page News and stay top-of-mind for after work drinking business. STRATEGIES: Use social media to communicate with current and new customers. [hive did traditional marketing Streamline email marketing to improve open and and PR work for this client as well click-through rates. as social media.] Evaluate new tools such as Groupon, FourSquare, and Living Social.
9 [examples] Front Page News Facebook Twitter July 1 0 fans July 1 0 followers August 1 327 fans August 1 65 followers April 1 638 fans April 1 556 followers Email Marketing “Thank you so much for dragging us out of the 20th century and into the 21st. “ - Josh Sagarin, Proprietor
10 [case study four] This national hotel chain has an unusual mixture of economy and luxury properties as a result of recent mergers and acquisitions. They needed to breathe life into their new loyalty program and to position themselves against the competition effectively. The chain had been essentially ignoring their web presence and traveler review sites since growing in size. With an extremely conservative corporate culture, a social media campaign would have to carefully considered before being launched. GOAL: Understand the impact of social media on guest perception and search ranking. Benchmark the company and its top competitors. STRATEGIES: [this national hotel chain has a Benchmark and monitor three top competitors’ non-disclosure agreement with hive marketing, so only social media efforts. generalized information is Monitor and address mentions of the chain online. available.] Develop content that could be used if a social media campaign got approved.
11 [examples] National Hotel Chain Measure Confidential Competitor 1 Competitor 2 Competitor 3 National Chain Strength 0% 0% 1% 1% Sentiment 8:1 14:1 11:1 5:1 Passion 25% 16% 9% 58% Reach 3% 6% 5% 6% Ave 12 days 19 days 9 hours 12 hours time/mention Last mention 15 days ago 4 days ago <1 day ago <1 day ago Unique authors 15 36 49 53 Positive 8 28 57 56 Neutral 16 46 152 219 Negative 1 2 5 11
12 [case study five] A FranNet consultant since 1999, Leslie Kuban provides education and support to individuals who are interested in owning franchised businesses. Leslie has helped more than 250 people make the transition from corporate life to business ownership. Leslie had a database of 5,000+ prospects but felt that she wasn’t maximizing their potential. GOAL: Create ways to stay top of mind for prospects without alienating them. Use social media tactics to position client as a leader in her field. STRATEGIES: Create an email marketing plan to stay in contact with prospects without spamming them. Develop strategies for Facebook, Twitter, LinkedIn, [hive handles a wide array of marketing YouTube, blogging, and other channels, including for this client, including email setting up and optimizing profiles and compiling marketing, social media, blog editorial, content. PR, and seminar development.]
13 [examples] Leslie Kuban, FranNet of Georgia Launched blog “Logic Does Not Apply.” Increased email open rates by incorporating more pictures and varying message types. Growing Facebook engagement with frequent, relevant content about business ownership, not just Leslie’s products. Jan 2011 Feb 2011 Mar 2011Total Fans 99 105 109Daily Active Users 10.97 20.5 29.55Weekly Active Users 41.58 74.93 145.61Monthly Active Users 93.97 117.75 394.68